Can respondents sign electronically?

Yes. Electronic signatures are valid under the federal ESIGN framework (15 U.S.C. ch. 96) and UETA in most states, provided intent, consent, attribution, and reproducible records are present.

When is a signed consent required?

Obtain signed consent when collecting personal data beyond anonymized feedback, or when legal authorization is needed for use of verbatim quotes or PHI.

Do I need HIPAA protections?

If responses include protected health information, use a vendor that supports HIPAA with a Business Associate Agreement and retain records per 45 CFR §164.530(j).

How should I store signed records?

Store signed PDFs and export data in secure, access-controlled repositories with encrypted transit and at-rest protection and an audit trail.

What if a respondent entered incorrect information?

Corrections should be documented with a supplemental signed amendment or an internal audit record that preserves original and corrected versions.

Are remote notarizations required?

Remote Online Notarization (RON) is available in many states but typically unnecessary for VOC studies; verify state rules if a notarized consent is required.

Electronic Signature
Templates
Marketing
Marketing Voice of Customer Study

Marketing Voice of Customer Study

This template is fully customizable. Edit the text, fill out the fields, and send it for signature. Give it a try!

MARKETING VOICE OF CUSTOMER STUDY

Parties and Effective Date

Client Name:

Client Contact Client Address

Agency/Researcher Name:

Agency Contact Agency Address

Effective Date:

Campaign and Study Scope

Study / Campaign Name Primary Objectives Target Audience Channels and Touchpoints

Planned Study Period: From to .

Deliverables and Schedule

The Agency shall provide the following deliverables, each conforming to the specifications below and delivered in accordance with the schedule.

Deliverable Description (list items, formats, quantities) Delivery Milestones and Deadlines

Compensation and Payment

Total Fee: $ payable as set forth below.

Payment Schedule and Terms

Late payments incur interest at a rate of on unpaid balances, to the extent permitted by law.

Usage Rights, IP and Ownership

License Grant: Upon full payment, the Agency grants the Client a Non-exclusive Exclusive license to use the final study deliverables for the Territory and Term below. If Exclusive is selected, further restrictions apply as set out in this Agreement.

Territory: . License Duration: .

Intellectual Property Ownership: The Agency retains ownership of methodologies and pre-existing materials. The Client shall own the final deliverables created specifically for the Client upon full payment unless the parties select alternative ownership below.

Alternate Ownership Election (check if applicable)

Client ownership of all deliverables upon payment Agency retains ownership, granting Client a license Joint ownership with terms to be negotiated

Compliance and Disclosures

The Agency warrants that any recruiting, interviewing, or survey activities will comply with applicable laws, privacy regulations, and advertising disclosure requirements. The Client and Agency shall ensure influencer or participant compensation and endorsement disclosures conform to required marketing disclosure practices.

FTC-style Disclosure Acknowledgment: The parties acknowledge that where applicable participants or talent engaged in public-facing content must include clear and conspicuous disclosure of material connections. Client confirms responsibility for final public-facing messaging unless otherwise agreed.

FTC Disclosure Compliance

Client will approve final public messaging and disclosures Agency will include required disclosures in deliverables

Confidentiality and Data Protection

Confidential Information: Each party shall maintain in confidence all non-public information disclosed by the other marked confidential or reasonably understood to be confidential. Confidential information excludes information that is publicly known or independently developed without use of the other party's confidential information.

Data Handling and Participant Consent

Exclusivity

Exclusive Engagement: Yes No. If exclusive, Client agrees not to engage other vendors for substantially similar Voice of Customer research within the Territory for a period of from the Effective Date.

Termination and Kill Fee

Either party may terminate this Agreement upon days' prior written notice. If Client terminates without cause after work has commenced, Client shall pay a kill fee equal to or the pro rata portion of unpaid fees for work completed to date, whichever is greater.

Representations, Warranties and Indemnities

Each party represents that it has authority to enter into this Agreement. The Agency warrants that deliverables will be original and will not infringe third-party rights. Each party shall indemnify the other for claims arising from breaches of representations, confidentiality obligations, or misuse of personal data.

Limitation of Liability; Remedies

Except in cases of willful misconduct or gross negligence, neither party shall be liable to the other for incidental, consequential, or punitive damages. The total aggregate liability of either party arising from this Agreement will not exceed the fees paid to the Agency under this Agreement in the twelve months preceding the claim.

Governing Law; Dispute Resolution

This Agreement will be governed by the laws of the jurisdiction specified by the Client and Agency in mutual agreement. The parties agree to attempt good-faith mediation prior to initiating litigation; costs of mediation shall be shared equally unless otherwise agreed.

Governing Jurisdiction (state or country)

Miscellaneous

Amendments to this Agreement must be in writing and signed by authorized representatives. This Agreement contains the entire agreement between the parties with respect to the subject matter and supersedes prior discussions and proposals.

Additional Terms or Notes

Client / Brand:

By:

Date:

Agency / Researcher:

By:

Date:

What the Marketing Voice of Customer Study Is

A Marketing Voice of Customer Study is a structured research instrument designed to capture customer perceptions, language, priorities, and buying triggers related to a product, service, or brand. It typically combines quantitative survey items with qualitative interviews or open-text responses to surface common pain points, preferred messaging, and feature requests that inform positioning, content, and campaign strategy. The study can be scoped by segment, channel, or product line and is often used to validate assumptions before major launches or messaging overhauls.

Why a VOC Study Matters for Marketing Decisions

A focused Marketing Voice of Customer Study clarifies customer language and priorities, reduces messaging guesswork, and improves alignment between product value and marketing channels. It supports evidence-based segmentation, content development, and demand-generation planning without relying solely on internal assumptions.

Who Typically Runs and Reviews a VOC Study

Findings are most useful when circulated to cross-functional stakeholders for iterative testing and campaign alignment.

Marketing managers and brand strategists — translate customer language into go-to-market messaging and positioning.
Product managers and UX researchers — identify feature priorities and usability feedback for roadmaps.
Customer success and sales leaders — surface objections, common win themes, and referral opportunities.

Core Components of a Professional VOC Study

A complete Marketing Voice of Customer Study combines structured data, qualitative narratives, and analytic deliverables to make results actionable for marketing and product teams.

Executive Summary

Two- to three-page synthesis of top themes, recommended messaging shifts, and priority segments for immediate action.

Survey Instrument

Closed and open-ended questions designed to measure satisfaction drivers, purchase intent, and language respondents use to describe value.

Interview Guides

Scripts for 30–60 minute qualitative interviews that probe context, decision criteria, and phraseology beyond survey choices.

Sampling Plan

Defines population, quotas, and outreach channels to reduce bias and ensure representative input across target segments.

Analysis & Coding

Quantitative scoring and qualitative coding (themes, sentiment, verbatim examples) with reproducible methods and notes.

Action Roadmap

Prioritized list of messaging tests, content topics, and product adjustments tied to measurable marketing KPIs.

Step-by-Step: Assembling and Launching the Study

Follow these core steps to prepare, field, and close a Marketing Voice of Customer Study.

01

Plan: Define objectives, scope, and success metrics.
02

Design: Draft survey and interview guides; pretest with a small sample.
03

Field: Distribute via email, panel, or in-app channels and monitor response rates.
04

Analyze: Code responses, summarize themes, and prepare recommendations.

Typical Flow for Collecting Signatures and Consent

A common workflow ensures respondents receive clear consent language and a signed acknowledgement when required.

Upload Document: Prepare consent form and study instrument in a supported format.
Place Fields: Add signature, initials, and date fields where consent or authorization is required.
Send to Respondent: Deliver via email link, SMS, or embedded form for one-click access.
Capture Audit Trail: Record timestamp, IP, and signing events for legal reproducibility.

Digital Setup: Key Configuration Options

Configure platform settings to match your authentication, storage, and export needs before sending study documents.

Field	Configuration
Delivery Method	Email link \| SMS link \| Embedded
Authentication	Email verification \| SMS code \| KBA (optional)
Conditional Logic	Show fields only when relevant \| Improves response quality
Export Format	PDF \| CSV \| XLSX for analysis

Technical and Integration Considerations

Confirm the platform can export raw response data for analysis, provide an audit trail for signed consent, and meet any regulatory requirements relevant to your respondents.

Integrations: Salesforce, NetSuite, Google Workspace
File Types: PDF, DOCX, HTML
Auth Options: Email, SMS, KBA

Typical Timelines and Deadlines for a VOC Study

Timelines vary by scope; below are common durations and key submission targets for planning purposes.

Project Kickoff:

Week 0: Align stakeholders and finalize objectives.

Instrument Drafting:

Weeks 1–2: Write and pilot survey questions.

Field Period:

1–4 weeks depending on sample size and channel.

Data Cleaning:

3–7 days after field close for validation.

Reporting:

1–2 weeks to produce executive summary and recommendations.

Key Project Milestones

Use a milestone view to track dependencies from planning through final reporting.

01

Milestone: Kickoff

Stakeholder alignment and scope approval.

02

Milestone: Design

Complete survey and interview guides.

03

Milestone: Fielding

Launch sampling and monitor responses.

04

Milestone: Delivery

Finalize report and distribute findings.

Common Preparation and Execution Errors

Unclear or leading questions that bias responses and reduce actionable insight.
Poor sampling or low quotas that produce results unrepresentative of target customers.
Failure to collect explicit consent when personal or sensitive data are recorded.
Inadequate tracking of versions and signatures, creating ambiguity about which instrument was used.

Regulatory and Practical Risks to Watch

HIPAA Exposure: Failing to protect PHI

FERPA Issues: Unauthorized student data sharing

Invalid Consent: Incomplete signatures or missing disclosures

Data Breach: Unauthorized access to raw responses

Sampling Bias: Misleading or unusable conclusions

Contract Disputes: Disagreements over agreed deliverables

eSignature Pricing Snapshot for VOC Study Workflows

Compare baseline pricing and feature availability for common eSignature vendors when selecting a platform to collect signed consent and study documents.

	signNow	DocuSign	Adobe Sign	PandaDoc	HelloSign
Starting Price	$8/user/mo	$15/user/mo	$14/user/mo	$19/user/mo	$15/user/mo
Free Trial	7-day free trial	Varies by plan	Varies by plan	Varies by plan	Varies by plan
Bulk Send	Yes (Business Premium+)	Varies by plan	Varies by plan	Varies by plan	Varies by plan
Audit Trail	Yes	Yes	Yes	Yes	Yes
HIPAA Compliant	Yes (BAA available)	Varies by plan	Varies by plan	Varies by plan	Varies by plan
Envelope Cap	No envelope cap	100 envelopes/user/year	Varies by plan	Varies by plan	Varies by plan

Real-World Examples of VOC Study Use

Examples show how different organizations used voice-of-customer insights to refine messaging and speed decisions.

Optica Ventures

Optica used a short survey to capture buyer language across local markets, increasing message relevance in ads.

They reported faster alignment across sales and marketing.
"The interface is simple and easy-to-use for our team; more importantly, it is just as easy for our customers," said Brian Fitzgibbons, COO.

Xerox

Xerox integrated survey results into NetSuite workflows to route accounts for follow-up more efficiently.

This reduced turnaround on contract updates.
"airSlate SignNow provides us with the flexibility needed to get the right signatures on the right documents, in the right formats," said Kodi-Marie Evans, Director of NetSuite Operations.

Frequently Asked Questions About VOC Studies and eSignatures

Answers to common questions about legal validity, consent capture, storage, and troubleshooting when using eSignature-enabled VOC studies.

Need help? Contact support

Can respondents sign electronically?
Yes. Electronic signatures are valid under the federal ESIGN framework (15 U.S.C. ch. 96) and UETA in most states, provided intent, consent, attribution, and reproducible records are present.
When is a signed consent required?
Obtain signed consent when collecting personal data beyond anonymized feedback, or when legal authorization is needed for use of verbatim quotes or PHI.
Do I need HIPAA protections?
If responses include protected health information, use a vendor that supports HIPAA with a Business Associate Agreement and retain records per 45 CFR §164.530(j).
How should I store signed records?
Store signed PDFs and export data in secure, access-controlled repositories with encrypted transit and at-rest protection and an audit trail.
What if a respondent entered incorrect information?
Corrections should be documented with a supplemental signed amendment or an internal audit record that preserves original and corrected versions.
Are remote notarizations required?
Remote Online Notarization (RON) is available in many states but typically unnecessary for VOC studies; verify state rules if a notarized consent is required.

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